Advertising to Smart People

I’ve suspected this was true all along:

bq. Advertisers don’t believe it’s worth advertising to smart people, because smart people don’t pay attention to brand. Smart people make an actual choice, they can’t be tricked or convinced. They research. So we can’t sell ads to a network for smart people.

from Leo Laporte on Advertising to Smart People | Smarterware, via Twitter.

posted at 11:19 am on Monday, October 05, 2009 in Links | Comments (3)


  1. Nita says:

    Not sure I entirely buy this (knowing a great many smart people that I’ve watched get influenced by effective marketing).

    It is a *different* kind of marketing – but few people have ever gone wrong by saying “Aw, shucks, you’re too smart for me to fool.”

  2. chk says:

    This is one of the differences between advertising and marketing, yes…

  3. Jeff K says:

    It’s a tautology because you are in the business of rapidly making your viewers “smart” enough that they don’t need you.

    That said, the “youtube community”, judging by comments, ratings, views and content, is the worst example of having teen and young-adult street culture rammed down your throat going.

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